Grand Clio Winners: Dentsu's 'Pocky, the Gift' for Ezaki Glico Co.

A fashionable repackaging that lifted sales

Grand Clio: Design
Entrant: Dentsu Inc.
Brand: Pocky/Ezaki Glico Co.
Campaign: "Pocky, the Gift"

Pocky sticks have been Japan's top-selling chocolate snack for decades, but sales to young adults had been weakening. So, Dentsu created stylish new packaging to be used exclusively at upscale shops and sales outlets, and leveraged social media to promote the repackaged snacks as a fashionable gift items. Yasuharu Sasaki, ECD of Dentsu Tokyo, explains more in the video above. Also, see the case study below.

See more Creative Brief videos with the 2020-2021 Grand Clio winners as we roll them out over the coming week. And to see all the winners, including gold, silver and bronze, visit the winners' gallery.

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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